Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)

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The Impact of Social Marketing Means of E-commerce on Consumers’ Clothing Buying Behavior

Authors
Zhuoya He1, *, †, Yejie Lin2, †, Huang Zheng3, †
1RDFZKing’s college school, HangZhou
2Fuzhou No. 40 Middle School, FuZhou
3School of Information Science and Technology e-commerce, Sanda University, Shanghai
†

These authors contributed equally

*Corresponding author. Email: he.zhuoya@rkcshz.cn
Corresponding Author
Zhuoya He
Available Online 18 April 2022.
DOI
10.2991/aebmr.k.220404.034How to use a DOI?
Keywords
Clothing sales; Social e-commerce; marketing; Buying behavior
Abstract

Contemporarily, traditional e-commerce has reached the top after more than ten years of rapid development, but the disadvantage of poor shopping experience still maintains since its birth. In order to further increase sales, innovate marketing methods are pursued for online clothing stores. In this paper, we investigate the impact of social market means on consumers’ clothing buying behaviour based on data collected from questionnaire survey. SPSS was utilized to process the data and validate the hypothesis. According to the analysis, e-commerce social marketing means will mostly have an impact on consumers’ online clothing purchasing behaviour. Overall, these results provide ideas for online clothing sellers to reform their marketing methods and promote the further development of online clothing sales industry.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
18 April 2022
ISBN
978-94-6239-565-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.220404.034How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Zhuoya He
AU  - Yejie Lin
AU  - Huang Zheng
PY  - 2022
DA  - 2022/04/18
TI  - The Impact of Social Marketing Means of E-commerce on Consumers’ Clothing Buying Behavior
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 177
EP  - 182
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.034
DO  - 10.2991/aebmr.k.220404.034
ID  - He2022
ER  -